The "Northern Lakeland - Profitable Growth of Tourism Businesses and Internationalization of Tourism" project aims to find new employment and entrepreneurial opportunities for Pielisen Karjala, compensating for the shortfall resulting from the discontinuation of peat usage. Strengthening the area's tourism sector is a significant step towards a more vibrant future. The tourism industry has lost many visitors due to the Russian invasion war and the Covid-19 pandemic. The current number of tourists does not support hiring new staff or establishing new tourism-related businesses. The project focuses on marketing, product development, and international expansion, allowing the area to attract more customers. Through the project, a foundation is laid for business growth, new recruitments, and encouraging new businesses to settle in the area. In the Northern Lakeland region, it is necessary to intensify cooperation between cities, tourism destinations (Tahko, Vuokatti, Bomba, Koli) and tourism businesses, and increase international and domestic visibility. For example, based on the Tourism Attraction Study, it has been observed that Koli is one of the most interesting domestic tourist destinations. However, Koli has not been able to commercially capitalize on its potential. There should be an increase in the provision of tour products and ready-made travel packages for both domestic and international customer groups. New logistical solutions need to be explored to improve accessibility and tourism management with data must be performed more efficiently. Developing the capabilities of tourism businesses and improving readiness in international and domestic markets is a prerequisite for international growth. Tourism operators' earning opportunities through digital sales channels and tour operators should be utilized more effectively, and companies' resources should be combined as part of a larger entirety. Businesses should be supported in meeting demand, investing in responsibility, product range and pricing. The aim is to promote collaboration and networking, which forms the basis for developing tourism in the entire Northern Lakeland region. The goal is to create a diverse and attractive tourist supply through innovations in new tourism products for different target groups, which increases demand, creates customer satisfaction, and increases the duration of stay in the area. The renewal of tourism marketing actions and high-quality marketing materials ensure that information about the area and its offerings spread widely and raise interest. By developing the customer experience in digital channels, it is ensured that tourists can easily find and book services. Improving companies' services, products, and commercial readiness ensures that businesses in the region can grow, develop, and provide high-quality products and services that meet tourists' expectations and needs. Together, these objectives create a foundation for sustainable and successful tourism in the region. The project's most significant impact is on the internationalization of tourism. The brand awareness of Koli and other destination brands will grow both domestically and internationally, resulting in increased product offerings in different sales channels. This leads to an increase in the number of international tourists in the area and an improvement in tourist satisfaction. The duration of the tourists' stay and year-round tourism will increase across the entire Northern Lakeland region. The number and quality of products and travel packages offered to international tour operators will also increase. Increased cooperation and new methods of operation provide companies with new opportunities to offer their services. Easy availability and purchase of products increase the sales of companies and help businesses find new sales channels and customer groups. Companies' own investments in digital development and responsibility also have permanent effects on the region's tourism offerings. The number of productized travel packages will increase, and they will be available for digital purchase. As a result of the project, more experiential holidays will be offered to customers, which increases long-term interest in the area.